Sleek, smart and functional, TUMI’s Alpha Bravo Spring 22 collection, derives inspiration from military gear. Backpacks and travel kits to messenger bags, you will find quite a variety in the range. Victor Sanz, creative director, TUMI, tells t2 more about the collection, whose campaign stars Formula 1 star Lando Norris.
The Alpha Bravo Spring 22 collection with a campaign starring the world-renowned Formula 1 driver Lando Norris, looks really chic. Can you take us through the ethos behind the campaign?
When we set out to develop the Alpha Bravo campaign, we looked to multifaceted individuals who pushed the limits of their own endeavours. We looked for talent on a mission to excel and become the very best at what they do. The same drive and push are mirrored in this collection. We want to become better than who we were before. To become more multifaceted, we tap into our material innovation, sustainability efforts, customisation, and a “go anywhere, do anything” mentality.
What are the design highlights of the Alpha Bravo Spring 22 collection?
We took our time developing the collection to push Alpha Bravo beyond where it had been in the past. We set out to find the crossroads of sustainability, technology and longevity. Aerospace and military, as well as our customers’ lifestyles, inspired us. We wanted to provide them with flexibility, customisation, functionality and aesthetics. Their lives are ever-changing, whether it’s going to the office or spending the weekend away with friends. The introduction of the TUMI+ ecosystem allows for modular components to be added and removed from each piece. Additionally, the seasonal collection incorporates lightweight parachute-like materials to emphasize the utilitarian inspiration.
Is the Alpha Bravo Spring 22 collection targeted at the youth?
This collection is targeted at our global citizens that need flexibility in their lives and are pursuing their passions. It’s for those looking for products with top-tier functionality and durability. We see that this collection is not targeted for a specific age, but more a mindset. That is something that transcends time, in and of itself.
International travel has been badly hit due to the pandemic. And how people travel and what they travel with will change when the world finally opens up. As a company with more than four decades of experience, what kind of changes are you planning to introduce to fit into this new world?
We are always looking at how our customers travel and what changes they face throughout their journeys. It is important to allow them to have flexibility with the products they use. As their lives change, the products can change with them. We understand that travel will look and feel different than it has in the past, but we are optimistic that people will be appreciating the journeys they do take. We continue to strive to be at their side perfecting their journey.
What have been the travel classics over the years?
TUMI has always been known for its travel collections. We continue to push ourselves to develop those future classics. Rethinking our collections year after year, we make minor improvements, so that it can improve the customer experience. Over the past few years we’ve had new collections become staples within our DNA such as Degree Aluminum, Alpha Bravo, Voyager, and, of course Alpha 3.
Customers are redefining what luxury is. They’re looking for high-quality products that could stand the test of time and are built with them in mind. They want pieces that provide something fresh and new beyond just aesthetics. The pandemic has definitely changed shopping habits within the luxury space, but as we see ourselves adapting to our ‘new norm’, so has the luxury consumer — Victor Sanz, creative director, TUMI
How has TUMI evolved as a brand over the years?
We continue to evolve who we are as a brand and push the boundaries of what we produce and how we interact with our customers. We lean into the lifestyle sector and new categories such as fragrance and eyewear, while continuing to develop our core collections through technology in material functionality, sustainability and durability.
Do you think luxury shopping will bounce back?
Customers are redefining what luxury is. They’re looking for high-quality products that could stand the test of time and are built with them in mind. They want pieces that provide something fresh and new beyond just aesthetics. The pandemic has definitely changed shopping habits within the luxury space, but as we see ourselves adapting to our “new norm,” so has the luxury consumer.
As the creative director, what are your visions for design innovation?
For me, design innovation always starts with the customer and understanding the lives they’re living. I want to find ways to improve those moments. It’s a combination of fashion, function, engineering, durability, and longevity. That is what defines TUMI’s innovation. We look beyond what is expected and bring something new to the industry to enhance the experience not only for our customers but also for the world in which it’s created. Innovation is core to our DNA, and as the brand continues to grow, so will our innovation.
